Running Insight 2.11.2026

NEXT GEN

26 Rising Stars for 2026

From founders to fit specialists, marketers to managers, Running Insight highlights 26 rising female stars in the running industry.

More than many other industries, run specialty features a great number of industry-shaping females, including retailers, brand execs and ambassadors. An evergrowing pipeline of enterprising young women, meanwhile, is pushing run specialty forward with unique vision and skill. Compiling a list of the 26 RISING STARS IN 2026 was quite the challenge for Running Insight editors and the following pages feature some notable movers and shakers. These remarkable women – and dozens more like them who are running this business – represent the vitality of the run specialty marketplace and the immense potential of its future.

Anna Benedettini • Heather Borden • Margaret Coogan • Ashleigh Cook

Alyssa Davison • Katherine Dunne • Melissa Gideon • Charlotte Gray • Jessie Hyman • Torrie Jackson • Kelsey Klaus • Chelsea Leach • Hannah Le • Kelsey Liu Grace Madigan • Kristy Morris • Bree O’Connell • Lizzy Peper • Justine Popik

Diana Rosete • Noelle Sanchez • Kaylee Stone • Allie and Layney Vincent • Tasha Young

On the front cover: Kaylee Stone of Confluence Running is jumping for joy after being named one of the 26 Rising Stars in 2026.

26 RISING STARS IN 2026

KELSEY KLAUS

Apparel Product Line Manager and Store Manager

RC OUTFITTERS

In less than a year, Klaus, a running retail newbie who landed at RC Outfitters last April, has left a big mark on the Peoria, IL-based running store.

Klaus’s formal education in apparel merchandising combined with experiences working with the likes of Saks Fifth Avenue immediately elevated RC Outfitters’ already robust apparel business. In fact, apparel sales now account for 40 percent of RC Outfitters’ overall revenue – a mark far outpacing the industry average – as Klaus has pushed the store’s performance and lifestyle assortment in new directions and sharpened operations around apparel management.

“Kelsey is someone who gets things intuitively, has a fashionista sense and understands how a small business needs to operate,” RC Outfitters owner Adam White says.

LIZZY PEPER Member Services Manager RUNNING INDUSTRY ASSOCIATION

Working at Baltimore-based Charm City Run before moving onto Upper Quadrant, Peper has seen distinct aspects of the run specialty game. Now, she’s the member services manager at the Running Industry Association (RIA), ensuring the organization maintains personal connections with its members and executing value-laden initiatives for membership, such as quarterly RIA Huddles and the RIA Pulse newsletter.

“Lizzy’s most visible skill set is her highly refined ability to manage communications and member feedback and being able to relay that appropriately,” RIA executive director Terry Schalow says. “Equally impactful is her marketing ability and her skill in creating a voice for the organization.”

KELSEY LIU Marketing Manger MOUNT TO COAST

Mount to Coast has been the industry’s latest darling, a two-year-old brand earning widespread praise for a series of debut models. Liu has been present for it all, helping to craft product launch strategy, spearheading the brand’s global ambassador program and athlete management framework and laying important cornerstones for long-term brand growth that is international, professional, authentic and fundamentally runner-first.

“In a fast-growing company, her balanced and informed decision-making has proven crucial,” Mount to Coast marketing director Matthew Feng says of Liu.

ERICA BASH Marketing Associate DIADORA USA

Bash participates in nearly every marketing initiative flowing from Diadora USA, though she’s played a particularly prominent role in visible special projects such as Diadora’s High Mileage Summer pop-up in Flagstaff, AZ, and the brand’s café-inspired presence at The Running Event.

“Erica shines in executing intricate projects with amazing efficiency,” Diadora USA chief marketing officer Ryan Eckel says. “Her calm and steady presence is reassuring for the team, making challenges feel more manageable and enhancing our overall business performance.”

Bash is also an accomplished ultrarunner herself, recording a top 10 finish at The Speed Project–Solo in 2025. Her running plaudits bring credibility. Combine that with her creativity, Eckel notes, and Bash represents a new wave of industry voices poised to shape the future of running.

26 RISING STARS IN 2026

GRACE MADIGAN General Manager

THE OUTPOST RUNNING & WALKING CO

After eight years in run specialty retail, including five years managing a run specialty store in New Jersey, Madigan helped Craig Segal open The Outpost in Summer 2024 and execute its ambitious plans, from footwear launch events to community partnerships to high school programming.

While Madigan oversees day-to-day store operations, customer experience and inventory flow as the GM, she also steers initiatives around operational structure and in-store processes to ensure the upstart Little Silver, NJ, running shop feels personal and welcoming.

“Grace’s presence enables the business to operate with confidence and clarity,” Segal says. “Her influence has been instrumental in shaping not just how the store runs, but how it feels to walk through the door — and that impact continues to open doors for what The Outpost can become.”

DIANA ROSETE VP– Operations A SNAIL’S PACE

Rosete, who joined ASP in 2008, oversees store operations at all ASP locations in southern California. She is also actively involved with ASP’s marketing and purchasing teams and voluntarily commandeered ASP’s Kids Track Camp, which won the Saucony Run For Good Award at the 2025 edition of The Running Event.

ASP owner Joe Lourenco calls Rosete his “right-hand person,” crediting her organizational skills and work ethic for helping him grow ASP at a rate he never thought possible.

“Her attention to detail balances out my laissez-faire management style,” Lourenco says. “She … knows where the bodies are buried, and when an emergency situation pops up, I don’t have to tell her what to do — she’s usually taken care of it already.”

TORRIE JACKSON Vice President CEP RUNNING

Since arriving at CEP in 2014 as an inside sales associate, Jackson’s stock has climbed alongside CEP’s movement in the U.S. market — from a brand largely known for compression socks into one that now is a leader in the compression category and continues to expand into apparel and, more recently, footwear. She spearheaded activations at events like the Rock ’n’ Roll Marathon Series, traveling the country to gain hands-on experience in brand building, developing relationships with retail staff and engaging with customers. She also helped develop and lead CEP’s U.S. marketing team.

Now 33, Jackson is CEP Running’s vice president, shepherding e-commerce, customer service, marketing and operations for the U.S. business, including CEP’s recent rebrand.

“Starting my career at CEP in an entry-level role allowed me to learn the business from the ground up and having worked across multiple departments helps me anticipate challenges and make informed decisions,” Jackson says.

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26 RISING STARS IN 2026

JESSIE HYMAN

Co-Founder

and CEO PRUZAN

Hyman combined 15-plus years of running, a past life in user research and product insights and a sincere desire for running apparel with a more feminine perspective to create Pruzan alongside Alexis Copithorne.

“Our key point of differentiation is that we approach running through a feminine lens that values strength and grace, ambition and adaptability, performance and beauty,” Hyman says.

With Pruzan’s newest collection debuting later this month, including refined updates to its popular sports bras, Hyman is excited to partner with running retailers hungry to feature “women-led brands that feel expressive, modern and emotionally resonant.”

“These are savvy buyers who know their customers’ needs, aesthetics and training lives in real detail and that creates a much more meaningful partnership than simple distribution,” Hyman says.

TASHA YOUNG, Manager, HR Administrator and DEI Coordinator, PLAYMAKERS

Young wears a few different hats at Playmakers. The Detroit native mentors a team of employees at the Okemos, MI-based running shop, facilitates weekly department meetings and helps develop agendas for staff retreats. She also leads the company’s diversity, equity and inclusion (DEI) initiatives, which includes an annual staff DEI survey to measure progress and guide future efforts.

Despite the packed plate, little fazes Young, an industrious soul who began working at Playmakers in 2021 while pursuing her degree in psychology from nearby Michigan State University.

“Tasha’s leadership and poise truly shine during challenging moments, whether on the sales floor or in the backroom,” Playmakers co-owner Lindsey Mulder says. “She is well respected and genuinely liked by her team and her belief in the power of diverse perspectives certainly has helped Playmakers grow.”

ASHLEIGH COOK

U.S. Sales Director – Wholesale TOPO

Cook has helped to accelerate Topo’s rise up the run specialty channel market share rankings. In fact, Cook, who joined Topo in April 2023, helped Topo achieve 70 percent growth in 2024 and another 50 percent growth last year. Under her leadership, Topo’s account base has doubled — and done so with Cook maintaining tight distribution that prioritizes specialty retailers who deliver a premium sit-and-fit experience.

“Ashleigh is the perfect cultural fit for Topo,” company founder and CEO Tony Post says. “She creates an excitement around the opportunity for strategic long-term growth. She’s a self-starter, a thoughtful leader and a great role model for everyone at Topo.”

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26 RISING STARS IN 2026

CHELSEA LEACH Director of Retail

MILL CITY RUNNING

At Minneapolis-based Mill City Running, a former Store of the Year finalist, Leach spearheads all elements involving the shop’s customer-facing employees, from hiring to education to mentoring. Mill City co-owner Jeff Metzdorff praises Leach’s ability to “identify and nurture talent” as well as her commitment to creating a welcoming, high-touch environment at Mill City through initiatives like The Bra Shop, a store-withina-store concept that promotes a body positive environment for bra wearers of all shapes and sizes.

“She is endlessly curious and will ask questions that push boundaries and inspire those around her to grow alongside her,” Metzdorff says of Leach, who joined the Mill City team in 2018.

Notably, Leach is also leading the new Operations Subgroup for The Run Collective, organizing member meetings for the independent retailer buying group.

HANNAH LE Founder BUCKLE SCRUNCHIE

You don’t get a company or product any smaller or newer than Le and Buckle Scrunchie, but as a first-time exhibitor at The Running Event in 2025 Le made quite an impression on many she met in San Antonio with her energy and the ingenuity of her flagship product. She literally seemed to be everywhere during the three days of TRE25.

With a clicking buckle, Le’s novel take on the traditional hair tie eliminates the age-old problem of pulling and tangles. Her product, found in TRE’s event gift bag, generated intrigue and cemented her decision to invest in TRE and the run specialty channel.

“People in the running community are constantly searching for new products that genuinely make them perform better, and that’s what I find so fascinating,” Le says. “They are willing to put in the work to find what it takes to improve themselves and it’s very aligned with how I live my own life as a runner, inventor and founder.”

JUSTINE POPIK

Northeast Territory Sales Manager MIZUNO

While exciting footwear styles like the Neo Vista and Neo Zen have sparked Mizuno’s performance running resurgence, relationship-minded individuals like Popik have ensured purpose and planning accompany the brand’s product renaissance. A former Run Bird Specialist of the Year who recently began her fourth year at Mizuno, Popik builds relationships with best-in-class running retailers across her seven-state territory and thrives in generating curiosity around Mizuno among retailers and consumers alike, such as guiding Mizuno activations around the 2025 Boston Marathon.

Mizuno sales manager Casey Barrett lauds his colleague’s professional fortitude, creativity, thoughtfulness and diligence.

“Justine walks into a meeting overprepared and walks out of a meeting having given a road map for implementation,” Barrett says. “She is unafraid to speak up with better ways we can be doing business with our retailers, and her ideas drive our company forward.”

26 RISING STARS IN 2026

KRISTY MORRIS Chief Marketing Officer SNEAKERS4GOOD

Morris has played an instrumental role in Sneakers4Good’s penetration into the run specialty market over recent years. She has built programs that make sneaker recycling programs easier for retailers to execute and crafted partnerships with the likes of the Boston Athletic Association and the St. Jude Memphis Marathon to keep used sneakers out of landfills and money flowing to worthy causes. (And she isn’t afraid to walk around The Running Event in her sneaker costume, getting a lot of attention from often overwhelmed attendees.)

As a result, Sneakers4Good is now a leader in sneaker reuse and recycling in the U.S. and boasts accelerating momentum to boot.

“We are not just building a program,” Morris says. “We’re building a reuse economy that supports retailers, protects the planet and creates opportunities for people around the world.”

HEATHER BORDEN, Digital Marketing Manager

ANNA BENEDETTINI, S ocial Media Manager RABBIT

The Borden-Benedettini duo is helping to fuel rabbit’s continued running industry ascent.

Borden (left photo) was an energetic force behind the launch of rabbit’s High Country trail shoe last summer, including the campaign’s stirring “Beneath the Rim” hero video that took runners across the Grand Canyon — and back.

Meanwhile, Benedettini’s stewardship of rabbit’s social media presence has led to 100,000plus Instagram followers and propelled discovery of the California-based brand. Benedettini also spearheaded The Chase, rabbit’s Olympic Marathon Trials-focused initiative to help athletes pursue their spot on the Trials starting line (where Benedettini herself has twice appeared) and gain credibility in road running.

26 RISING STARS IN 2026

KAYLEE STONE Regional Manager

CONFLUENCE RUNNING

Eight years after being hired as a part-time employee at Confluence Running during her freshman year of college, Running Insight cover girl Stone now has her hands in a bit of everything at New York-based Confluence — staff training, medical outreach, marketing, hiring, buying, race directing and more.

“She has been the glue holding everything together,” Confluence director of operations Jenna Gawors says of Stone.

And Stone, who is a part of the company’s long-term succession plan, also has a vision for further expanding Confluence’s already robust menu of offerings. With a master’s degree in social work focused on mental health, she is preparing to offer mental health counseling for athletes to support their well-being and performance.

CHARLOTTE GRAY

Integrated

Marketing Manager OOFOS

While in college, Gray sent a cold email to Oofos asking if she could shadow someone at the brand to learn more about its business. It was an early sign of her ambition and interest in brand building.

After parlaying a volunteer opportunity with Oofos at the 2019 Boston Marathon into an internship, Gray soon after joined the brand’s customer care team. Now, as the company’s integrated marketing manager, Gray leads go-to-market strategy for the brand’s major seasonal campaigns and product launches. She has built new internal systems and processes transforming how Oofos introduces its products and campaigns to consumers and has also ensured consistent brand storytelling across regions by driving alignment between Oofos teams in the U.S. and abroad.

“Charlotte is as proactive as they come,” Oofos head of marketing Darren Brown says. “She doesn’t wait for opportunities to come to her, she creates them.”

BREE O’CONNELL General Manager TORTOISE AND HARE SPORTS

O’Connell arrived at the Glendale, AZ-based Tortoise and Hare in 2025 after a sevenyear run at Fleet Feet, including serving as the operating partner of three locations in Colorado. She wasted no time putting her flair-filled touch on the family-owned business.

Tortoise and Hare co-owner Nathan Hohenstein says O’Connell’s stewardship of the sales floor, staff development and HR has propelled employee development and positioned the shop for sustainable growth. “Her focus on maintaining and building on the level of service we’ve become known for has been huge,” Hohenstein says of O’Connell. “The consistency of our fits and the platform of the shop are way more dialed in because of her efforts.”

Now O’Connell is taking charge of the store’s community outreach and leadership development efforts to further invigorate Tortoise and Hare’s evolution.

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26 RISING STARS IN 2026

MELISSA GIDEON

Store Manager

AARDVARK SPORTS

Aardvark co-owner Sheena Wells credits Gideon for setting a lively, connected tone among team members at “The Vark.” From initiating staff group runs and movie nights to introducing a staff book club, Gideon has been integral to developing a positive team culture. She also holds staff accountable to the Pennsylvania store’s core values: caring, encouraging, knowledgeable and fun. To wit, Gideon recently completed an employee handbook defining key procedures, but, even more, serving as an extensive resource on products, common injuries and tools to support customers.

“She is one of the most efficient and conscientious employees with a level of genuine care that is palpable,” Wells says of Gideon, a seven-year member of the Aardvark squad. “She leads by example and has upped the game in customer experience.”

KATHERINE DUNNE Operating Partner

FLEET FEET GAITHERSBURG (MD)

After initially joining the team at Fleet Feet Cincinnati in 2018, Dunne later found her way to Fleet Feet Columbus (OH) before returning to a managerial role in Cincy and eventually landing a spot in Fleet Feet’s Operating Partner Development Program in August 2024. In March 2025, Fleet Feet HQ tasked Dunne to lead the Fleet Feet store in Gaithersburg, MD.

Dunne immediately excelled in her new role. With intentional training, she strengthened team culture and elevated the customer experience, leading the Gaithersburg shop to a spot on the 2025 Best Running Stores in America list.

“Katherine excels at putting people first in a way that strengthens both her team and the Fleet Feet culture,” Fleet Feet district manager Marcia Palamara says. “Through her leadership, people feel motivated, invested and proud to be part of Fleet Feet, which creates lasting impact within both the business and the community.”

NOELLE SANCHEZ

Specialty Concepts Footwear Design BROOKS

Trained at the Rhode Island School of Design, Sanchez has been a creative force at Brooks since her 2020 arrival. Charged to bring newness to footwear products and elevate Brooks’ footwear through materializations and custom finishes, Sanchez has contributed to special Brooks products for runDisney, limited-edition designs such as the holiday season’s Run Merry initiative and collaborations with the likes of Extra Butter and Babylon. The former Noelle Webster – recent nuptials delivered the Sanchez surname – has also played an instrumental role in custom designs for Brooks athletes, including the racing shoe for World Champion mid-distance runner Josh Kerr.

“Noelle continues to raise the bar for design ideation with every new project she works on,” says Jennifer Fuson, senior manager of specialty concepts and lifestyle footwear design at Brooks. “She has a keen eye for finding a balanced brand vision for Brooks and its partners with an exceptional ability to tell a cohesive story around our product.”

26 RISING STARS IN 2026

ALLIE AND LAYNEY VINCENT

Owners SWAGS

Swag Hartel – the original “Swag” in Louisville-based Swags – saw something special in the Vincent sisters early on. At age 12, the twin girls asked Hartel, their youth running coach, if they could volunteer at his running store. Every Saturday, 10 a.m. to 6:00 p.m., the girls were there shagging shoes and learning the business. Four years later, Hartel invited the sisters to breakfast and told them he wanted them to consider taking over Swags someday.

After graduating from college in 2018, the Vincents returned to lead Hartel’s two Louisville-based locations. When Hartel stepped aside in August 2024, the Vincents took charge of Swags and immediately pushed Swags in compelling directions. They instituted a company rebrand focused on inclusivity and recently unveiled plans for a third Swags location.

“They’re taking Swags into an exciting new era,” Hartel says.

ALYSSA DAVISON General Manager GAZELLE SPORTS

Since joining Michigan-based Gazelle in 2015, Davison has risen from part-time employee to Grand Rapids store manager to, now, general manager, a role in which she oversees the operations and development of store leadership teams across seven retail locations. In particular, Davison leads Gazelle’s “One Team” culture-building strategic priority, which includes implementing clear and consistent communication practices across Gazelle locations to better align initiatives and activations.

“Alyssa has an incredibly accessible leadership presence who has built trust as a peer and now as a leader of our store managers,” Gazelle co-owner and chief marketing officer Cara Cross says. “She consistently delivers on what she commits to and leads with both grace and the respect needed to challenge individuals in their own growth.”

MARGARET COOGAN Integrated Marketing Manager TRACKSMITH

Over the last four years, Coogan, the daughter of running elites Mark and Gwyn Coogan, has leaped from Tracksmith intern to integral cog in the Boston-based company’s rise. She manages Tracksmith’s “Go to Market” process and the planning and execution of major campaigns, which includes aligning stories and marketing projects with overall brand themes and executing the brand’s major marathon pop-ups, a particularly arduous task that requires constructing a “Tracksmithian” retail store from scratch multiple times each year.

“Early in my career, I was boots on the ground at almost all of our events — talking about running and product to real people who love to run,” Coogan says. “Being able to relate to those individuals and form genuine connections with other runners goes far in a brand that emphasizes the importance of community, connection and authentic storytelling.”

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Bekah Broe A Run With ...

Senior Director – Performance Footwear, Hoka

By Cregg Weinmann

While criss-crossing a trade show back in 2013, my curiosity was piqued by a new brand that literally towered over a sea of minimalist running shoes. The innovation was a protective, tall stack shoe, which over the past decade has moved from merely imaginative to imaginatively mainstream. Shoes don’t make themselves and Hoka’s team is led Bekah Broe, a runner who is focused on producing the best footwear possible. As a leading female designer in running, Broe has some interesting insights into the business, how women are impacting shoe design in 2026 and where the industry goes from here.

What did you imagine as a career when you were growing up?

I grew up on a small farm in Illinois, so the footwear industry wasn’t even remotely on my radar. The most intriguing careers to me from childhood through high school were actress, vet, lawyer, writer (all over the map, I know). I was always drawn to occupations that felt like a challenge, but bounced back and forth between wanting that challenge to result in a more physical output (practicing law, helping animals) versus a more creative one.

How large is your footwear team now at Hoka?

We have a team of 10, including product managers across the categories of road, trail, recovery, work and fitness as well as a product coordinator.

How long have you been a runner? Do you still compete?

I started running track in middle school. I still remember the thrill of breaking six minutes for the mile for the first time in eighth grade and I was totally hooked. I ended up running for a small D1 school for two years before taking some time off for a pretty major hip surgery. Since then, I’ve enjoyed exploring different parts of the sport. I’ve done a few half Ironmans, a bunch of road races from the mile to 13.1, and over the last few years have really fallen in love with the trail running scene dabbling in some 50Ks.

How does your daily run affect your inspiration and focus on footwear?

I consider myself a runner, even when I’m not able to run regularly — that’s the phase I’m in right now. When you’re going through injuries or focused on other priorities in life, you’re still thinking about getting back to regularly enjoying this thing you love. Knowing that our teams can help runners (including ourselves) be able to consistently get out the door and move our bodies is such a tremendous pressure and privilege.

These days when I’m running, I often find my mind wandering into an amazing series of “what if” questions. What if we changed this lacing system? What if this shoe could be even lighter? Similar to our founders asking, “What if running downhill felt like flying?,” following these

little questions on the run can lead your mind to some really fun places to explore.

How does your input as a female runner affect/improve your running footwear ?

In an industry that still tends to over-index on male sizing, experience and engineering, I think it’s crucial to ensure Hoka can be a brand that also advocates for women’s needs through our products. It’s been incredibly rewarding to work with a strong contingent of female developers, wear testers, athletes, product managers, designers and innovators to make sure the products we’re creating are doing what we intend them to do, for the runners we’ve built them for.

The impact that the Hoka brand has had on the industry is significant. How does that impact determine future product for you?

Hoka disrupted the industry by solving a clear problem, figuring out how to scale curiosity and delivering a unique experience that was unlike anything currently on the market. The (fun) challenge now is finding new ways to answer old problems, identifying areas of white space and future disruption and simultaneously balancing the needs and wants of a consumer base that already trusts the brand.

What is the most significant change you’ve seen in running footwear during your career? Advanced compounds or

“super foams” have changed everything. Tried and true geometries, rocker profiles, stack heights, base nets and outsole designs all react incredibly differently with these new incredibly resilient, lightweight and often extremely soft compounds. Watching the industry adapt and learn and grow together has been wild and in general I think really great for runners looking for new ways to enjoy their miles.

Is there a considerable amount of travel? Has the magic of the internet made things easier?

Being able to connect with partners across the globe certainly opens the door to gathering insights faster, but it’s hard to replace real-time experience and connection. Travel is a crucial way to spend time learning from runners and truly understanding what running means for them and their community. We aren’t mind readers –truly immersing ourselves in these communities can help us create better products and fully understand how running culture is changing in real time.

How do you balance the performance product from the casual and “orthopedic” use?

We are big believers in the power of “and.” Every performance style we create should have a functional intent and a stylistic point of view, but we won’t sacrifice performance for aesthetic. Runners are embracing our sport as a holistic form of self-expression, so giving them plenty of variation in style to choose

Hoka disrupted the industry by solving a clear problem, figuring out how to scale curiosity and delivering a unique experience that was unlike anything currently on the market. The (fun) challenge now is finding new ways to answer old problems, identifying areas of white space and future disruption and simultaneously balancing the needs and wants of a consumer base that already trusts the brand.

from and trusting that we’ve done the work to ensure it performs is key.

Finally, what does 2026 and beyond look like for Hoka’s product development and growth?

Most of our Performance team members are runners. We’re competitive to our core, and truly dedicated to the service of the sport we all love. Creating footwear can be a lot like training – rewarding, frustrating, repetitive, exhausting. But by staying curious about how we can improve and the needs of those around us, some magical things can happen. n

The Fight For Space

By Amanda Loudin

Women today make up 57 percent of urban runners and are even narrowing the gap in marathon participation, hitting around 45 percent of an average field. That’s a massive jump from a few years ago. So with those numbers in mind, it would seem obvious that the gear, apparel and shoes these female runners buy at run specialty stores would have some connection to women-owned businesses.

But that’s not necessarily the case, although progress has been made in recent years.

Women-owned/BIPOC-owned running brands, and women-specific running gear, remain a small piece of most running retailer’s inventory. The reasons are varied, as are the experiences of each brand, but the result is that many of them have turned to wholesalers and direct-to-consumer (DTC) models to make it.

“Whether women-owned or small brands, it has always been hard to break into this space,” explains Margo Cramer, owner of Oiselle. “It requires a big inventory commitment and upfront resources, something many start-ups don’t have.”

This is an issue Susan Clayton, the founder and owner of Baltimore-based WhitePaws RunMitts, understands very well. In her 10 years in business, Clayton has tried all avenues of selling, from DTC to wholesale to run specialty, ultimately finding the biggest success in wholesale.

“I got into REI in 2021 when the outdoors industry was doing a big push for diversity,” she tells Running Insight. “I started in their local, regional stores and today I’m in more than 100 of their northern locations.” She’s since expanded into spaces like Walmart and Amazon, too.

In contrast, when Clayton made a big

push into run specialty a few years back, she got little traction. “I sent out sample mittens to about 100 different stores,” she recalls. “Out of the 100, five said they were interested, but none committed.”

Likewise, upstart Canadian-based women’s running shoe brand Hettas had big hopes for partnerships with run specialty stores. Instead, they experienced resistance and have pivoted to wholesale and DTC. “We wanted to form partnerships with run specialty to host events, bring in speakers and engage directly with customers,” says co-founder and CEO Lindsay Housman. “But there’s a knowledge gap about a women’s-specific shoe and the retailers need a proof of concept in order to take on a new brand.”

Hettas hasn’t thrown in the towel

completely on running retailers, but it is now being extremely choosy about who it picks as partners. “We have a handful of stores in San Francisco and Vancouver that have been supportive and given us feedback so that we can do better in this space,” Housman adds. “Moving forward, we’ll be very transparent and make sure we have our values aligned.”

While women-owned brands struggle for space in run specialty, it’s that much harder for BIPOC-owned brands. “Women of color-owned brands are not making meaningful progress in retail spaces, including run specialty,” says Alison Mariella Desir, co-founder of Take the Lead, a running and outdoor industry retreat centered on the experience of women and femme of color. “Structural barriers still exist.”

This has been Clayton’s experience. “We know the BIPOC community has a hard time getting funding for start-ups,” she says. “I had to prove my concept first, whereas people who have the right connections and look the right way can get funding without proof of concept.”

Solutions Can Be Found

Despite the headwinds, a few women-owned brands have had success with run specialty. Oiselle has worked its way into more than 200 stores across the country and Cramer says that’s important for multiple reasons.

“We are all digital natives now, but people are craving in-person experiences,” she says. “We want to offer women a cohesive experience with the brand and allow customers the chance to touch and feel our products.”

A prime success story can be found at Amphipod Running Gear, one of the first womenowned brands to break through into run specialty. June Angus, a co-founder and majority stakeholder, began by knocking on doors and she believes some of the brand’s success in run specialty ties into the fact that the market was much different 25 years ago.

“Back then, store owners were closer to the ground on what their customers wanted and made more decisions on what they purchased,” she explains.

“Today, it’s more about limiting SKUs and vendors and cost effectiveness.”

Angus also believes there’s a difference between hard goods and soft goods in run specialty.

“I’ve unfortunately seen it in buying meetings,” she says.

“When you are in hard goods, the reality is that women are

still undermined.”

Desir says she’s seen some progress in representation since beginning Take the Lead in 2022, but that progress is still limited at the executive level.

“The most senior-level attendees at Take the Lead are typically at the manager/director level and we take that on as part of what we do to shift the industry,” she says. “We provide support and relationships needed to help women of color break through.”

Cramer says that Oiselle will continue to pursue local specialty stores with its products. “Smaller brands and women/ BIPOC-owned brands aren’t given the opportunity to compete,” she says. “That’s not a criticism, but it’s reality. How do we partner with local specialty stores to make it easier for everyone?”

Desir says it’s essential that retailers devote time, energy and resources to intentionally create access and support to women-owned brands. “We’ve already seen an evolution of demand for new apparel, shoe and accessory brands over the last few years,” she says. “By providing retail distribution and local exposure to women of color-owned brands, retailers can invest directly in growing the industry while serving their communities.”

At the end of the day, womenowned and women-specific running brands are no longer emergent — they are here to stay. “The question is, have we solved the problems for women in sport?” asks Cramer. “We’re excited to give women more choices and we’re looking forward to creating meaningful community connection as a way to solve problems.” n

Four from the Floor

Run specialty is blessed with talented women who shape the professional and innovative landscape of the industry. As they deftly reimagine their roles as owners, outfitters and everything in between, run specialty’s women craft more diverse and equitable retail environments. To find out just how they do it, Running Insight turned to four of the finalists in the 2025 Best Running Stores to hear the stories from the women who do run their businesses. Give them a listen.

RUNNING LAB

Brighton, MI

Kerry Gallagher Hincka, Sales Associate

I began my part-time career at Running Lab in September 2025. I had the pleasure of being an on-call staffer and worked as a greeter on busy days, then on the floor of the Detroit Free Press Marathon Expo.

Running Lab has been my family’s local running store since it opened in 2011. We have always appreciated the full service, great advice and great products offered. We have also been long time members of Running Lab’s run group, Team Running Lab.

I have worked retail in many areas and have never had bosses and co-workers who are so committed to each other’s success and happiness. Continued training helps me feel prepared to serve my local community of runners, walkers and folks needing a solution to their daily pain.

The word for my life is active! I have two daughters with intellectual disabilities who are always ready to go for a run. Team Running Lab has been a wonderfully inclusive place for our family. This group encourages my daughters on every run and shares the joy of their accomplishments in

both running and the Special Olympics. This inclusion means the world to our family.

I also run with Ainsley Angels, an organization that pushes people in racing wheelchairs. Ainsley Angels is a part of the inclusion revolution and is my favorite way to run. My happiest running place is when I am chatting with my rider, making my legs theirs and seeing their joy as we cross the finish line together.

I’d like to give a shout out to Toni Reese, co-owner of Running Lab. She’s a mentor to both me and my daughters. Her love

and enthusiasm for us has made our lives infinitely richer. She invited me to join the Running Lab team even though I am older and I love learning from her as she continues to raise the bar at Running Lab.

Jen Crutchfield, Shipping Manager

This year marks my seventh year at Running Lab. Prior to coming here I was an assistant manager at another running store. We did not have a store manager, so my role was basically doing everything. At the time, I was in the process of building my first house, while also working

another part time job to make ends meet. I knew that I had to make a change.

A few friends told me Running Lab was hiring and I was relieved to see that it would greatly shorten my commute. I had no idea that small running stores like them even existed. I also did not know what Running Lab was about, but I did know that I enjoyed helping people and running. I reached out to the (then) store manager, Toni Reese, and we set up an interview. It was one of the best decisions I have ever made.

Working in this industry is not just about running or helping a customer find a pair of shoes. Anyone can do that. It’s about going above and beyond in customer service, educating

people how great products can change their lives, and making a difference in the community.

As a woman in this field, I feel a sense of empowerment, equality and independence that I have not felt in any other past professions. This has allowed me to grow into a mentor for other young women, in and out of the industry. It’s a powerful thing to be able to help others carry these traits in their daily lives.

I am an ultrarunner in my mid-40s and I’ve always been active. I started running in college to support my sister at her first marathon and have since finished five 100-mile races. I have two major running goals: Get into Western States and qualify for Boston.

Running has become more

than a lifestyle. It has enhanced my life and my career in so many ways. I am excited to see the women in this industry continue to impact others like it has impacted me.

Megan Zoll, Marketing and E-Commerce Director

Nearly eight years ago I stumbled upon Running Lab’s group runs. I have been a regular attendee ever since.

Running Lab has always been a welcoming place for me. If I was having a long week or tough day, I’d stop in because it would make me happy. The staff was always so friendly and welcoming. Honestly, I often wondered if it was all a show or if the employees were really that happy working there.

One day Toni Reese, the store owner, asked me if I would be interested in part-time work helping with events and social media. I already had a full-time job, but Running Lab felt like a place I wanted to be. So I said yes! I quickly found out that the employees did, in fact, enjoy working there just as much as they seemed to. That part-time job lasted four years, and just two months ago I accepted a full-time position.

The culture in our store is amazing. Everyone gets along really well, and Toni and (coowner) Ken Larscheid do a great job of helping their employees find space to grow. I stay here because I am passionate about being a part of a community that changes peoples lives. I get

Four from the Floor (continued)

paid to do what I love with some really awesome people — that’s not something a lot of people can say.

I am super fortunate to have been able to work with a lot of women in the industry during my short time in it. They are all inspiring to me. I’m so excited to be a part of an industry that can have such an impact on people’s lives. From elite runners to moms looking to get some time to find themselves again, there is a place for everyone.

If someone ever asks if I was a serious runner, I’d laugh and say no. But that’s because I am part of a community of amazing athletes who go achieve all sorts of crazy goals and make it look easy. Over the past two years, I’ve gotten into the ultra space and have run many distances. Last year I ran 70 miles in my first 100-mile attempt. This year I’ll be giving that distance another try.

I’d like to express gratitude to and for Toni Reese. She created the amazing run club that gave me a place to find confidence and strength when I had little of either. I can’t remember when we actually became friends, but now it’s hard to remember a time we weren’t. Her energy and passion for giving back is contagious. If it was not for her reaching out to me, I would have never had this opportunity. It’s rare to work somewhere you love and do something you love with people you consider friends. I get to do it all.

Aleighsha Nichols, General Manager

I am the general manager of Running Lab. I originally worked at Running Lab during

my college years from 2017–2018. After that, I spent seven incredible years growing in the industry with Saucony before returning to the store in August. So far, I have had four-and-ahalf amazing months back home where it all started.

Running Lab has shaped some of the best years of my life. The community here is unmatched. It is a place where we show up for each other, where I feel

supported and where I get to contribute to something meaningful every single day. I came back because I wanted to work somewhere that made me excited to walk through the doors each morning. A place where people truly care about the community, about each other and about making a difference.

The running industry is one of the most unique spaces I’ve ever been part of. It’s an

industry where I can show up as my true self, cheer on others wholeheartedly and even cheer for the competition because we all push one another forward. We want the best for the communities we are in.

As a woman, I’ve experienced both challenges and incredible moments of empowerment. I’m proud to be part of a field filled with strong, inspiring women who uplift and support one another. It is amazing to see so many new store owners, industry leaders, and brand leaders who are strong women here to uplift each other!

I ran competitively in college, but my relationship with running has changed. I now run for mental clarity, stress relief and having fun with friends, not for fast times or performance. Recently, I achieved a huge personal milestone by completing my first marathon with four of my best friends. After swearing I would never run that far again, being surrounded by the Running Lab team has made me consider possibly trying an ultra. LOL!

Other than racing, my biggest athletic goal is to stay active enough to keep up with my niece and nephews. I want to be the fun aunt who never says no to jumping on the trampoline, playing tag or just being the person who the kids decide to chase for an hour. I want to always be able to keep up with their active lifestyles so I can stay close to them as they grow up.

I have been incredibly fortunate to learn from so many remarkable women who shaped me into the leader I am today. Toni Reese, owner of Running Lab, was my first true mentor.

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She taught me the power of positivity and how to make every person feel seen, heard and valued. Megan Nedlo, west coast sales manager at Saucony constantly challenged me to grow and pushed me beyond my comfort zone. Lucy Howard, field marketing Lead at Saucony, was one of the best teammates and constructive challengers I have ever had, always encouraging me to reach higher. Chelsea Coulson, senior marketing manager at Keurig, expanded my perspective and taught me how to navigate difficult moments with resilience and curiosity. Alyssa Lett, senior global marketing manager at Saucony, showed me the importance of adaptability and grace under pressure. And Erin Heenan, marketing manager at Saucony, helped me understand marketing on a deeper level and showed me how creating true, impactful connections can elevate everything you do.

These women have been instrumental in my journey, and I’m grateful for their influence every day.

POINT 2 RUN CO

Chesapeake and Newport News, VA

Andrea Lehmkuhler, Co-Owner

For the last 14 years I’ve been the co-owner of Point 2 Running Company. My dad founded the store with his best friend back in 2011.

Initially, I wanted to be involved simply to support my dad’s business. I was newly married and my husband and I led group runs early in the mornings and closed the store every Saturday night. At the time it was fun. I was able to connect with people, build relationships

and watch the business grow.

Over time, I realized how meaningful it was to influence the culture of the store and serve the community I was living in. My role has changed many times since then, but those things remain guideposts for me today. What motivates me most now is developing and growing our team and creating new opportunities for them. There’s nothing that excites me more than seeing someone gain confidence and excel in a role that truly fits them.

Our community impact has also become more focused through several key initiatives each year under the umbrella of Point 2 Priorities. Being able to help both the customers who walk through our doors – and those who may never – is incredibly meaningful to me.

I’ve really enjoyed seeing how the running industry has grown, particularly with more women stepping into leadership roles. In my experience, the industry has been welcoming and supportive in the circles I’ve been part of and I’m encouraged by the direction it continues to move.

This year, I’m knocking off something especially meaningful: after at least six years of convincing, I finally talked my best friend into running a half marathon with me. Beyond that, I’d love to run several other halfs, gradually improve my speed and continue building consistency.

There are so many strong female leaders in this industry, and I’m fortunate to work alongside some of the very best. I learn every day by watching how they show up, lead and interact

with others. Two women who have specifically encouraged me in my own journey are Kathy Dalby of Pacers and Lindsey Mulder of Playmakers. Both helped open doors for me and exemplify thoughtful, encouraging leadership.

Michelle Davis, Store Manager/ Nutrition & Accessories Buyer

I am the Point 2 Chesapeake store manager and the nutrition/ accessories buyer. I’ve been with the store for about three and a half years.

I initially started part-time as a way to re-enter the workforce after taking time off to raise my kids. I was excited to share my love of running and staying active with others in the community.

The leadership team at Point 2 is amazing. They truly want everyone to succeed and find their unique role. I love getting to know people in our community and discover how we can best serve them. Point 2 has helped me plant roots in a community I plan to call home for many years to come.

I’ve met so many amazing women in the running industry and I’ve always felt welcomed. I’m constantly inspired by these women to chase my new goals, both professionally and personally. Everyone lifts each other up and wants one another to succeed. It’s truly the best industry I’ve been a part of.

I stay fairly active by running a few days each week and supplement that with Pilates, yoga and strength training. Running plays a big role in helping me keep my serotonin levels in check, especially during the winter months.

My main goal this year is to

complete a half marathon without injury. Once I accomplish that, I’m aiming to set a personal best in the half and possibly begin training for my first full marathon.

I’d also like to add that Andrea Lehmkuhler, co-owner of Point 2, has played a significant role in helping me find my place. Through her mentorship, I’ve learned the ins and outs of the business, but even more importantly, she has helped me grow as a manager and a person. She consistently leads by example, showing what it means to be the best for our people.

Megan Ebert, Community Marketing Manager

For 13 years I was a chef and worked in several different capacities — I was on the line, I owned a food truck and I taught culinary courses at

both the college level and in a kitchen. With two boys and a husband who serving active duty in the U.S. Navy, the work-life balance of the culinary industry took a toll, and I began looking for something different.

When I left my last restaurant job in Spring 2023, I had no idea what I was going to do next. But running has always been a part of my life. That April I raced the Tar Heel Ten Miler in Chapel Hill, NC. When I reached the finish line, I took a moment to appreciate what I had just accomplished. I looked around and saw people high-fiving and cheering as others crossed the line. Everyone was so happy. I remember thinking, “This is someone’s job. I can make this my job.”

A few days later, I went home and Googled “local running stores near me” and found

Point 2 Running Company. I read their reviews, learned the story of how they came to be and what they stand for. I also noticed that one of the owners is a woman — bonus. I applied immediately and have been here for a year and a half. I’m now the community marketing manager.

What brought me to Point 2 is what keeps me here. The people at Point 2 lead with kindness and integrity and truly believe in supporting our local community. Plus, I get to work closely with four other amazing, strong and talented “womanagers.” They are smart, hard working mothers and wives who support, encourage and share in our collective goal of creating not just a store, but a community that lifts everyone up.

After the culinary industry, the running industry has been a breath of fresh air. Everyone

is welcoming and treats others with respect. At a conference I attended someone said, “No offense, men, we’ve heard enough from you. Now we would like to hear from the ladies. And we’re not just going to shrink it and pink it!” That statement has stayed with me. In that moment, I felt empowered and encouraged to use my voice more.

In this industry, I see strong women with strong voices and I see mutual respect and everyone truly listening. When everyone feels confident sharing ideas, it creates an environment that, in my opinion, can only lead to big possibilities.

My life is mostly centered around my family and the dayto-day routine of work, school, and activities. However, I think it’s important to show my kids what it looks like to set a goal

Four from the Floor (continued)

and work hard to achieve it. I turn 40 this year, which gives me five more minutes to qualify for Boston. My goal is to beat my marathon PR and run a 3:20 at the Coast Guard Marathon in April of this year.

Also, shout out to Andrea Lehmkuhler, my boss and one of the owners of Point 2. If you looked up kindness and integrity in the dictionary, you would see her face. She doesn’t demand respect, she earns it by treating everyone with respect. She is the first boss I’ve ever had who asked me what season of life I’m in and genuinely cared about my answer. She understands that we bring our whole selves to work and gives us what we need to be successful both professionally and personally.

Ruthie Cruz, Store Manager

I became a single mom in 2018 and needed to reenter the workforce after more than a decade at home. My skillset felt limited, but I had been a longtime customer at Point 2 and already felt comfortable with the store and the people. I applied for a part-time position as a running consultant position, was hired and immediately fell in love with the work and community. From the very beginning, it felt like home. And now, after more than seven years, I am manager of the Newport News store and I truly can’t imagine working anywhere else.

Since day one, our store’s leadership has been made up almost entirely of women and that has always felt completely normal to me. The run specialty industry, as it exists today, is full of strong, capable women, so my experience hasn’t felt unusual. It has simply felt supportive,

empowering and collaborative.

I’m primarily an ultramarathon runner, which means consistent 50-plus mile training weeks. My best friend (an employee at our Chesapeake location) and I have committed to running at least one ultra distance event together every month. As of last December, we’ve completed our 81st consecutive ultra together, averaging nearly 50 miles for each one. We’re already planning a celebration for our 100th, which will take place in 2027.

My boss, Andrea Lehmkuhler, has been an incredible mentor and owner-operator. She is always looking ahead to the next big goal and consistently pushes us beyond our comfort

zones in a way that leads to real growth. Her leadership has truly changed my life and given me a store I proudly call “home.” She is the heart and soul of Point 2 and a shining star in the run specialty industry.

FF CHARLESTON

South Carolina

Darrian Cole, Outfitter

I’ve been an outfitter for three years and was initially drawn to Fleet Feet because of my love for all things running. I stay here because I am motivated to help people — whether they are runners, walkers or just someone needing a good shoe. It always feels good to help out.

I’ve spent most of my life competing in track and

cross-country. After retiring from college athletics, I’ve been running more casually and trying out new ways to stay active. My main goal is to continue having fun.

I’d like to give a big shoutout to my mom. She’s my mentor in life and in running. She’s been at all my races to cheer me on and encourage me to do my best. Whenever I’ve faced injury, she’s helped me stay motivated. I don’t think I would still be running at all if it weren’t for her.

Mindy Hester, Outfitter

For just over four years I’ve been an outfitter and store mom. Before my employment here, I was a customer and active

participant in Fleet Feet’s No Boundaries training programs. My daughter, who preceded me as a store employee, suggested that working here might be fun to do part-time (since I’m retired from my “big girl” job of teaching high school). I applied and have been here ever since.

I enjoy helping customers find the right shoes, encouraging those who have a goal, suggesting high-performance socks, recommending insoles to make a good thing even better, pointing them to our moisture-wicking apparel, helping women find an excellent sports bra and so much more. I genuinely like all my co-workers and I find our management team to be very supportive and generous.

Four from the Floor (continued)

It’s hard for me to think of run specialty as an industry! To me it’s more about relationships and creating a nurturing, supportive environment for the community. To me, being a woman in the industry is a non-issue at the local level — fully half of our staff is female, and every one of them is a competent professional. I do think that me being a more… um…seasoned outfitter gives me some credibility.

Being a woman of a certain age (67), my active lifestyle is more about being able to move and do the things I want to do. I’ve run every distance from 5K to marathon and earlier this year I ran a 21-mile segment of the Big Sur International Marathon while my daughter ran the actual race. I met my own gold standard which included finish the race, don’t be last and don’t throw up.

I have to thank my friend

Allison for getting me started running in the first place. And now that I work in the business, I want to also thank my store manager Sarah Harriman for the opportunity. And also Sarah Lerner and Danielle Galluccio for being my mentors, co-workers and friends. And finally, Amy Minkel, the owner of our stores, for keeping me on staff.

Sarah Harriman, Regional Manager

I am the regional manager at Fleet Feet Charleston. I’ve been with Fleet Feet Charleston for 10 years. I started as a part-time outfitter and have grown into my current role. I have a deep appreciation for both the dayto-day and the bigger-picture impact of run specialty.

I was initially drawn to Fleet Feet because of the community-first approach. It wasn’t just about selling shoes, it was about helping people feel

confident, supported and capable. What motivates me to stay is the impact the stores have beyond our walls: supporting local races, partnering with schools, youth organizations, healthcare entities and helping more people find their way into movement, even if they don’t see themselves as runners at first. Being part of something that genuinely improves people’s relationship with movement, health, and comfort keeps me invested.

The running industry has given me opportunities to lead, learn, and grow in ways I didn’t initially expect. As a woman, I’ve learned the value of trusting my voice and lead with both confidence and empathy. The relationships I’ve built with customers, community partners, brand partners and fellow leaders have reinforced that strong leadership doesn’t fit one mold. There’s space here

for authenticity, collaboration, and long-term impact.

I live a very active lifestyle that blends running, competitive swimming and cross-training. Right now, my focus is on consistency and injury prevention as I continue to grow stronger, especially as I balance my training with a full-time job and parenting several active teens. Long-term, I’d like to continue showing up as a strong, healthy example for my kids.

SOLE SPORTS RUN WALK

Greater Phoenix Area

Kelly Mulvany, Sales Associate

I’ve been a sales associate at Sole Sports Run Walk for five years. Before I started working the floor, I was a customer. I wanted to work here because I liked the fact they were a small business rather than a corporation and all the employees were experienced runners.

At Sole Sports I always feel like I belong. All the women runners I’ve interacted with have been so supportive. It’s like a big family of thousands of sisters. As for my active lifestyle, I am all-in on endurance sports. I am an athlete in both running and triathlon. I work at the most amazing running store ever, and I am a coach.

I’d like to shout Karen McDonnell (co-owner of Sole Sports). Not only has she helped build a running store that is all about helping customers first, but she plays a big role in making Sole Sports a welcoming and thoroughly enjoyable place to work.

Brandy Ray, Sales Associate

I have been a sales associate at Sole Sports for four months. I love helping other people get

into running, so applying for a running store job felt perfectly suited for me. The history of Sole Sports/Runner’s Den in the Phoenix area is incredible. Our longevity proves our rich history of helping others.

After working here for a couple of months, what motivates me to stay is the gratitude customers show me when they find a pair of shoes that works for them. From running to walking, working out to taking those first steps in a comfortable shoe, the smile at the end makes it all worthwhile.

As a Native woman, running has always been a part of my life, including the history of my people. We use running as a way to greet the Creator at the beginning of the day and as a

means to maintain our health. Running also gives back to me in many ways — meeting new friends, paying for college and achieving personal records I thought I would never reach. It has also allowed me to give back to the next generation of Native youth by playing running games with them and get them excited about achieving their goals. I run for the earth, my loved ones and for those who cannot.

My collegiate training showed me that my body is capable of running longer distances and more miles than I could have ever have imagined. Now, as a post-collegiate athlete, I am looking at the marathon distance. Moving forward, I hope to find a new spark in longer

distances and use running as a tool in my Master’s program.

I’d like to thank my college team at Fort Lewis College for always pushing me to do my best. The women’s team is the first sisterhood team I experienced — iron sharpens iron!

Shelby Heinz, Sales Associate

I have worked at Sole Sports as a sales associate for a little over a year. Before that, I was burnt-out working in finance. I decided to pivot into a field that I’m actually passionate about. My co-workers and the amazing connections I’ve made inspire me to stick around.

Women have been historically underrepresented in the trail running community and I think it’s great that they’re starting to

take up more space at the start line. I am typically on the trail six days a week (usually with my golden retriever). This year I’m race directing the Desert Peak Ultra, a 50k and 100k trail race in Tucson, Arizona.

The running community is a huge part of my life. I am a co-leader in two different local trail running groups.

A mentor who has made a huge impact in my running journey is my physical therapist, Meghan Slavin. Not only does she keep countless runners healthy and injury-free, she also helps out the community by volunteering at races and lifting everyone’s spirits. When she’s not busy helping runners reach their goals, she’s inspiring others by crushing her own races. n

Mari Thomas-Welland A Run With ...

Founder and director of Maaree, SFIA Start-Up

Challenge Winner

The running industry is well known for its innovation in products from all categories – from shoes to apparel to accessories – and a unique new product for female runners and athletes was recognized as the winner of the Start-Up Challenge, a program coordinated by the Sports and Fitness Industry Association (SFIA) that recognizes innovation in the world of sports.

The company is called Maaree and was founded by Mari Thomas-Welland as a women’s sportswear company dedicated to supporting women so they can achieve their goals confidently and worry-free. Thomas-Welland leveraged her experience testing sports bras in lab conditions and designed the world’s first sports bras with Overband technology, an integrated curved panel that runs over the top of the chest to reduce upward motion and restrict the range of motion of the breasts – which significantly reduces upward motion during activity.

Despite her job as a bra tester and being a hockey player, she says she still couldn’t find her perfect support. So she decided to visit a charity shop and buy a belt, of all things, and proceeded to adapt it to suit the shape of her body and attach it to a existing, mediocre bra in her wardrobe and went for a run. The difference, she says, was incredible.

So, with a few design iterations and prototypes later, she launched the world’s first and only sports bras with Overband Technology.

“The product is indeed built for female runners,” she tells Running

Insight. “Our Overband Technology is what makes our sports bra superior in support. It’s a curved panel that runs over the top of the chest, which is integrated into the sports bra.”

Thomas-Welland, who has run the London Marathon in addition to being an active hockey player and Crossfit enthusiast, says her personal values have always included empowering women and

fighting for equality, so it felt natural for her to extend these over to Maaree.

The company’s vision is to become the UK’s top sports bra brand and close the gender gap in exercise participation by providing the necessary tools and support for women to lead healthy, active and empowered lives.

Here we excerpt an interview she did recently with SFIA.

What inspired the brand and how did it evolve into a leader in women’s sportswear innovation?

Maaree was born out of my own frustration as both an athlete and a professional sports bra tester. I repeatedly saw that women were forced to compromise between support and comfort, with no product addressing both properly. I set out to change that, designing bras from the ground up with women’s real experiences at the core. Since launching, we’ve grown from a niche start-up to a brand recognized for reshaping expectations of what women’s sportswear should deliver: performance, innovation, and empowerment.

How has winning the SFIA Start-Up Challenge influenced your vision or trajectory going forward?

Winning the SFIA Start-Up Challenge validated the problem we’re solving on an international stage. It gave us visibility, credibility and new connections within the global sports industry. More importantly, it reinforced our mission to push innovation further and to expand Maaree beyond the UK.

SFIA data highlights a rise in girls’ participation in sports. Have you noticed similar trends among your customers or community, and how is Maaree supporting or responding to this shift?

Yes, absolutely. We’ve seen more parents and

young women engaging with us about proper support for girls at earlier ages. There’s a growing recognition that girls shouldn’t have to wait until discomfort becomes a barrier. They deserve welldesigned sportswear from the start of their journey.

To support this, we’ve partnered with world-class athletes to help ensure that our message and mission reaches that of a younger generation, too.

How does Maaree’s unique design address the needs of girls and women participating in sports?

Our designs are engineered for movement, not just aesthetics. Our Overband technology provides crucial upward support that reduces bounce

during running, jumping and contact play.

We also offer eight points of adjustability across our bras, which means athletes can customize the fit to their body, ensuring long-lasting comfort. This level of performance design is especially important for younger athletes whose bodies are changing, as it allows them to stay focused on the game rather than discomfort.

What do you see as the key challenges or barriers still preventing girls from engaging in sports and how is Maaree working to overcome those?

The main barriers are often confidence, access and education. Many girls stop participating when they feel self-conscious about their

bodies. Others face financial or cultural barriers that limit access to appropriate gear. We address these by normalizing conversations around support, creating products that solve real pain points and offering fitting advice to make the buying process less intimidating. We also run community initiatives and partnerships that aim to lower these barriers and keep girls engaged in sport.

How do you envision the future of girls’ sports apparel evolving?

For far too long, women and girls have been given sports apparel that’s just a smaller, pink version of men’s kit. We believe the future looks very different. Girls and women should be at the forefront of design, not an afterthought. That means asking them what they want and need from an early age, understanding what influences them and creating apparel that reflects their ambitions, not just their bodies.

When girls are properly consulted, the feedback is clear: they want comfort, confidence and the freedom to move without distraction. They want designs that support their individuality and performance, not clothing that makes them feel like they’re borrowing from someone else’s playbook.

The future of sports apparel is about putting female athletes at the center of innovation, shaping apparel that truly enables them to thrive. n

DECEMBER 1-3, 2026

HENRY B. GONZ ÁLEZ CONVENTION CENTER SAN ANTONIO, TX

MARK YOUR CALENDAR

TRE 2026 Call for Education opens next month

Key Dates:

Tuesday, March 10, 2026: Call for Education opens

Sunday, April 19, 2026: Call for Education closes

Early Summer 2026: Accepted speakers will be notified

Speaker

Benefits

• One complimentary All-Access pass, which provides access to all conference sessions, event activities, and the exhibit hall

• Invaluable networking opportunities with other presenters and industry peers

• Photo and biography featured on The Running Event website and app

• Session featured in marketing promotions and The Running Event 2026 Guide

• Exposure in Running Insight

Women Rocked TRE2025

There was no shortage of female participation at The Running Event 2025 in December. Here’s a look at some of the women making the scene in San Antonio ... it was quite a few days for the run specialty business.

Genae Salinas A Run With ...

Director,

The Running Event

After seven years at Diversified – the parent company of The Running Event (TRE) and Running Insight – and working for the past five years in marketing for TRE, Genae Salinas last month assumed the role of event director of The Running Event. She takes over from TRE’s previous director, Christina Henderson, who has moved up to a new role as vice president of the Endurance portfolio at Diversified.

Salinas recently moved to Pittsburgh, PA, after more than seven years in Portland, ME, where Diversified is headquartered. Running and movement have always been part of her life through sports and random 5Ks, but it wasn’t until 2020 – during the pandemic – that she really got into distance running. Every day, she says, “I feel so lucky to be able to blend a personal passion with the work I do.”

Running Insight sat down with Salinas during her first month in her new role to talk about her background, what she brings to the industry and where The Running Event is headed in 2026 and beyond.

You are stepping into the role previously held by Christina Henderson, who is moving up the corporate ladder into a VP role. What have you learned from working with her the past couple of years that will serve you well in your new job?

I’ve worked with Christina for more than five years now and words can’t really capture how much I’ve learned from her. Much of my professional

growth has been a result of her support and mentorship, which really speaks to the type of leader she is. While I’ll of course bring my own experience and style to this role, it’ll be built on the foundation Christina has laid for me, our team and the event.

So, what did you do on your first day as TRE event director?

That’s a good question. Right now, I’m really focused on learning from and listening to the running industry and community. I’m thinking about the future of TRE and how we can

keep showing up and delivering the most value to the industry, beyond the event. While I’m excited to really start digging into all the TRE 2026 details, I’m taking the time now to ask some of those “bigger” questions: Where is TRE headed? How can we best serve the running industry this year and beyond?

What are you most looking forward to in the next year as we head to TRE 2026?

“Everything” isn’t the best answer here, but it’s true. Mostly though, I just want to keep creating a space for the

running industry to connect. One of my favorite things is hearing the post-TRE stories about the connections made at the event that led to new jobs, new opportunities, new friendships. It’s a real reminder of why we do what we do. Personally, I’m excited about this new role and all the learning that will come with it. TRE is made possible by an incredible team of individuals and I can’t wait to keep building with them.

What do you think the biggest challenges will be?

I think our largest challenge every year is also an opportunity: it’s ensuring we’re delivering an event that is relevant, intentional and valuable to the running industry right now. Retailers are leaving their stores and investing time and money to attend

TRE; brands are doing the same thing. So, it’s on us to make sure they’re getting that ROI — and then some. For example, it’s not easy to rebuild our education program every year, but it’s a critical piece of what makes TRE so valuable: timely education that reflects the here and now.

So what are the biggest opportunities?

I’ll add that there was a lot of talk about trail running both during and after TRE and I expect there to be even more of a trail presence in 2026.

And what about TRE’s role in building the running community?

We’re are hearing the word “community” more than ever, especially around run clubs. Run clubs are becoming the heart of many communities and we’re

seeing them evolve into more inclusive, welcoming spaces. Retailers and brands alike will continue exploring opportunities around run clubs and similar groups, as they’re only going to keep growing and popping up in new places, which is so exciting.

Finally, when TRE 2026 – the event’s 20th anniversary – opens its doors in San Antonio in December, what will you have hoped to accomplish?

When it comes down to it, it’s not so much about the numbers. It’s about creating a space for connection and opportunity and seeing the smiles on everyone’s faces, whether it’s their 15th TRE or their first. The passion and joy at TRE are nearly tangible and that feeling and atmosphere confirms to our team that we’ve done our job. n

WORDS FROM THE BOSS

Running Insight reached out to Christina Henderson, vice president of the Endurance Group at Diversified, which includes The Running Event and Switchback as well as Running Insight, for some thoughts on Genae Salinas, her successor as director of The Running Event.

“Genae has been a key leader of The Running Event for six years and her deep understanding of and passion for the running industry shines through in everything she does. She’s a steady leader who brings conviction and heart to every conversation. Over the years, she’s built meaningful relationships across the industry and earned the trust of everyone around her.

“Genae understands voice, message and purpose in a way that’s rare. You can see it in how she’s approached marketing TRE and launching Switchback. She builds authentic connections while driving real business results. She will do a great job as director of The Running Event and I am confident she is the person to take the event to the next level in 2026 and beyond.”